OUR RATES ARE
SIMPLE AND
FLEXIBLE
ADMISSION AVENUE
RATE CARD
All prices are in AUD and include GST.
Advertising spend is additional to these figures and paid direct to social media platforms by credit card.
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The onboarding of a new client involves setting up or gaining access to business manager and advertising accounts, tracking pixels and social media accounts
It may be necessary to complete domain verification, install tracking pixels, create custom and lookalike audiences and/or carry out website optimisations in preparation for successful social media advertising campaigns.
This process usually involves a screen-share video call and sometimes requires extensive troubleshooting, password resetting or other activities necessary for setup.
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A new project is usually a new tour, season, festival. It can also be a campaign with a different objective like email collection or a campaign that requires processing new creative (ie images and video) and writing new copy (ie the text above and below the ad).
Creative processing may involve basic photo and video editing to optimise creative for certain placements. There may also be other activities required in setting up campaigns for a new project with a new or existing client.
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To achieve the best results and greatest control over social media advertising, there should be one campaign per venue of a tour, season of a show or festival. Depending on the project, this may vary.
Standard campaigns consist of up to 3 Ad Sets and up to 3 Ads per Ad Set. One Ad Set typically targets an interest-based audience, a second targets a lookalike audience and a third, a custom audience.
Each ad features different creative (ie image or video) but the same Primary Text, Headline, Description and other text fields.
*Whichever is greater
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Any activities that are required outside of, or in addition to, the above fees are charged at $130 p/hour. Consultation video calls for tuition or educational purposes are charged at double-time.
CAMPAIGN
CHECKLIST
These items are standard requirements for a social media advertising campaign.
If there are things you don’t have or need more clarity on, we can help.
Have a question? Send an email.
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To advertise on Facebook and Instagram, Meta Business Manager (aka Facebook Business Manager) is required. This is a free Meta platform that brings together Facebook pages, Instagram accounts, advertising accounts, tracking pixels and domain verification in one place for admins, employees and agencies to access and manage.
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Social media ads on Facebook and Instagram are activated and managed in a Meta Ads Manager account. TikTok has their own advertising platform, as does Google for Search, Display, Gmail and YouTube. Social media advertising campaigns will either utilise existing advertising accounts or new ones will be created.
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Social media accounts will be required on whichever platforms campaigns are activated. The accounts should be what makes most sense to the ticket buyer, like the page representing the show, artist, festival or event. In some cases the promoter’s account can be used but can cause confusion. Ads can be displayed on Instagram represented by the Facebook page if necessary.
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Successful social media advertising campaigns utilise several pieces of creative, with the advertising algorithm testing which ones resonate best with your audience.
Ideally, you’ll need a short video promoting the event, a high quality live-action or press image representing the event and a square version of the event artwork.
The date and venue of a particular event is communicated in the copy of the ad (text above and below the creative) so is not required in the creative itself.
Admission Avenue does not produce creative assets, however basic video and photo editing (eg trimming, fading, cropping, resizing, placement optimisation etc) is available and provided at no charge when required.
PLEASE: Keep in mind that the video could be as simple as a message from the artist, cast or appropriate person/people filmed on a smartphone, or as complex as a professionally produced TVC, trailer or promo video. Don’t let video content overwhelm you.
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When people click on ads in a social media advertising campaign, in most cases we’ll be directing them to a page on a website first. This is typically the ‘tour dates’ page or homepage where dates and venues are listed with ‘book now’ buttons linking to the ticketing page. This allows for tracking pixel integration leading to better campaign performance and remarketing opportunities.
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Venue capacities and frequent ticketing updates should be provided to Admission Avenue in order to compare campaign performance against sales data. This information is used to calculate Cost Per Ticket (CPT) and how much advertising spend might be required to achieve your goals.
FREQUENTLY ASKED QUESTIONS
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On average, Admission Avenue campaigns generate one $40-$90 ticket sale with every $3-$12 in advertising spend. This figure varies significantly between different shows, artists and festivals and can be difficult to predict for new clients.
With the flexibility of social media advertising, it shouldn’t take much advertising spend to start gathering data and comparing ticket sales with advertising spend to generate Cost Per Ticket and sales forecast figures unique to your event.
In general, you should spend as much as you need to sell the required number of tickets to sell out or achieve your sales goals, assuming that the Cost Per Ticket is sustainable.
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To get the best performance out of social media advertising campaigns we need to utilise a tracking pixel - a short piece of code placed on a website. This pixel tracks people’s activity on that site and improves the performance of campaigns by allowing algorithms to understand the kind of people likely to actually buy a ticket. The pixel also allows for remarketing activities.
Social media ads need to drive traffic to wherever the tracking pixel can be implemented - either the ticketing website or a landing page where all the tour or show dates are listed along with ‘Book Now’ buttons that link to the ticketing website.
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Advertising spend is paid direct to social media platforms by credit card. New advertising accounts have small payment thresholds, so your credit card will be charged small amounts frequently, often a few dollars at a time to start. Over time this threshold increases as the account builds trust and credibility.
Admission Avenue fees are payable 14 days after the issue of an invoice. Usually this is on completion of a campaign, although setup fees may be charged upfront.
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A well-written ad should deliver the key message about your event in one or two short sentences, with more detailed information about the event made available on the landing page. This structure allows people to process the ad quickly and respond by clicking the call-to-action button, tagging a friend in a comment or taking some other sort of valuable action.
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All ads in any social media advertising campaigns will be approved by the client before the campaign is activated. Ads will be sent for approval either as screenshots in an email or a link to view on the social media platform. Unless the campaign is utilising an existing published post, ads do not appear on the social media profile and are served to people who fit the campaign criteria.
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In most cases, campaign performance will be measured in a similar fashion to TV, radio, print or PR campaigns where advertising spend is divided by the number of tickets sold during the period when the campaign was active to calculate a Cost Per Ticket.
However, if a tracking pixel can be implemented on the ticketing website then it is usually possible to report on the exact number of purchases generated as a result of social media advertising campaigns, the value of those purchases (may be multiple tickets per purchase), the cost per purchase and the return-on-ad-spend (ROAS).